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Branding the World of Sports

Could General Motors bring down the Superbowl?

Posted by ZA on November 16, 2008

General Motors cutting ties with the Superbowl?
Johnson & Johnson ending its relationship with the Olympics?

Yep, the winds of change are blowing in the sports sponsorship category.

Good story in the New York Times about General Motors hardships causing them to pull way back on their marketing dollars; millions of which would have been spent on sports. Including over $30 million that GM is pulling out of ads for the Superbowl.

On the heels of that news from GM, another American icon announced they were cutting back on their sports sponsorship dollars. Johnson & Johnson announced it will not be extending its sponsorship of the Olympics. J&J had been one of the top IOC sponsors, a worldwide sponsor, and originally announced they would stay on through 2012 in London. But they have decided to change course and end their sponsorship with the IOC in order to “focus on other business priorities”.

With the state of the economy today, this is just the beginning. Expect to see a lot more stories like this in the months ahead. Companies are going to have to cut expenses somewhere, and many of those marketing reductions are going to come from sports sponsorships.

2 Responses to “Could General Motors bring down the Superbowl?”

  1. […] Could General Motors bring down the Superbowl? By ZA Including over $30 million that GM is pulling out of ads for the Superbowl. With the state of the economy today, this is just the beginning. Expect to see a lot more stories like this in the months ahead. Companies are going to have to … BrandDunk – https://branddunk.wordpress.com/ […]

  2. […] GM as they head their separate ways? General Motors is in survival mode, they’ve already eliminated their ad spending on the Superbowl.  I expect them to continue to slash non-essential marketing costs, so all of […]

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